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Evidence Guide: DEFDPA005 - Develop and implement media plans

Student: __________________________________________________

Signature: _________________________________________________

Tips for gathering evidence to demonstrate your skills

The important thing to remember when gathering evidence is that the more evidence the better - that is, the more evidence you gather to demonstrate your skills, the more confident an assessor can be that you have learned the skills not just at one point in time, but are continuing to apply and develop those skills (as opposed to just learning for the test!). Furthermore, one piece of evidence that you collect will not usualy demonstrate all the required criteria for a unit of competency, whereas multiple overlapping pieces of evidence will usually do the trick!

From the Wiki University

 

DEFDPA005 - Develop and implement media plans

What evidence can you provide to prove your understanding of each of the following citeria?

Define media requirements

  1. Identify target audience from the task brief
  2. Analyse environment to determine the reach and frequency requirements of media selected
  3. Analyse creative requirements of the message and determine media implications
  4. Confirm media budget, and identify legal and voluntary constraints in accordance with operational procedures
Identify target audience from the task brief

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Analyse environment to determine the reach and frequency requirements of media selected

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Analyse creative requirements of the message and determine media implications

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Confirm media budget, and identify legal and voluntary constraints in accordance with operational procedures

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Select media vehicles

  1. Evaluate media vehicle options, considering past performance and appropriateness of using new or alternative media vehicles to meet brief requirements
  2. Select media vehicles that target the specified audience and meet media budget requirements
  3. Select media vehicles that meet the creative, reach and frequency requirements of the message to be achieved within the assigned budget
  4. Assess selected media vehicles to meet legal and ethical requirements
Evaluate media vehicle options, considering past performance and appropriateness of using new or alternative media vehicles to meet brief requirements

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Select media vehicles that target the specified audience and meet media budget requirements

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Select media vehicles that meet the creative, reach and frequency requirements of the message to be achieved within the assigned budget

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assess selected media vehicles to meet legal and ethical requirements

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Determine a media schedule

  1. Ensure the duration and timing of the media schedule meets the brief requirements
  2. Create a media schedule to the satisfaction of the event coordinator
  3. Develop alternative media schedules within budget for the event coordinator
  4. Develop testing schedule for the media plan and modify it in accordance with results obtained
Ensure the duration and timing of the media schedule meets the brief requirements

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Create a media schedule to the satisfaction of the event coordinator

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Develop alternative media schedules within budget for the event coordinator

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Develop testing schedule for the media plan and modify it in accordance with results obtained

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Produce a media plan

  1. Create a media plan that defines the media requirements of the brief and provide evidence to support each requirement
  2. Specify the recommended media and vehicle/s and the rationale for their selection in the media plan
  3. Ensure media plan contains a budget allocation per medium per advertising period
  4. Develop performance measures to ensure effectiveness of media plan
Create a media plan that defines the media requirements of the brief and provide evidence to support each requirement

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Specify the recommended media and vehicle/s and the rationale for their selection in the media plan

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Ensure media plan contains a budget allocation per medium per advertising period

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Develop performance measures to ensure effectiveness of media plan

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Implement a media plan

  1. Allocate resources and approve plans in accordance with operational procedures
  2. Brief and coordinate personnel to be involved as required
  3. Coordinate events and activities in accordance with media plan
  4. Handle contingencies in accordance with organisational risk management arrangements identified in the planning for events/activities
Allocate resources and approve plans in accordance with operational procedures

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Brief and coordinate personnel to be involved as required

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Coordinate events and activities in accordance with media plan

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Handle contingencies in accordance with organisational risk management arrangements identified in the planning for events/activities

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Evaluate a media plan

  1. Evaluate and analyse the coordination of media events and activities within the plan, to improve future planning
  2. Evaluate events and activities in terms of their effectiveness in achieving desired outcomes
Evaluate and analyse the coordination of media events and activities within the plan, to improve future planning

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Evaluate events and activities in terms of their effectiveness in achieving desired outcomes

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

 

 

 

 

 

 

 

 

Instructions to Assessors

Evidence Guide

ELEMENTS

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1

Define media requirements

1.1

Identify target audience from the task brief

1.2

Analyse environment to determine the reach and frequency requirements of media selected

1.3

Analyse creative requirements of the message and determine media implications

1.4

Confirm media budget, and identify legal and voluntary constraints in accordance with operational procedures

2

Select media vehicles

2.1

Evaluate media vehicle options, considering past performance and appropriateness of using new or alternative media vehicles to meet brief requirements

2.2

Select media vehicles that target the specified audience and meet media budget requirements

2.3

Select media vehicles that meet the creative, reach and frequency requirements of the message to be achieved within the assigned budget

2.4

Assess selected media vehicles to meet legal and ethical requirements

3

Determine a media schedule

3.1

Ensure the duration and timing of the media schedule meets the brief requirements

3.2

Create a media schedule to the satisfaction of the event coordinator

3.3

Develop alternative media schedules within budget for the event coordinator

3.4

Develop testing schedule for the media plan and modify it in accordance with results obtained

4

Produce a media plan

4.1

Create a media plan that defines the media requirements of the brief and provide evidence to support each requirement

4.2

Specify the recommended media and vehicle/s and the rationale for their selection in the media plan

4.3

Ensure media plan contains a budget allocation per medium per advertising period

4.4

Develop performance measures to ensure effectiveness of media plan

5

Implement a media plan

5.1

Allocate resources and approve plans in accordance with operational procedures

5.2

Brief and coordinate personnel to be involved as required

5.3

Coordinate events and activities in accordance with media plan

5.4

Handle contingencies in accordance with organisational risk management arrangements identified in the planning for events/activities

6

Evaluate a media plan

6.1

Evaluate and analyse the coordination of media events and activities within the plan, to improve future planning

6.2

Evaluate events and activities in terms of their effectiveness in achieving desired outcomes

Required Skills and Knowledge

ELEMENTS

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1

Define media requirements

1.1

Identify target audience from the task brief

1.2

Analyse environment to determine the reach and frequency requirements of media selected

1.3

Analyse creative requirements of the message and determine media implications

1.4

Confirm media budget, and identify legal and voluntary constraints in accordance with operational procedures

2

Select media vehicles

2.1

Evaluate media vehicle options, considering past performance and appropriateness of using new or alternative media vehicles to meet brief requirements

2.2

Select media vehicles that target the specified audience and meet media budget requirements

2.3

Select media vehicles that meet the creative, reach and frequency requirements of the message to be achieved within the assigned budget

2.4

Assess selected media vehicles to meet legal and ethical requirements

3

Determine a media schedule

3.1

Ensure the duration and timing of the media schedule meets the brief requirements

3.2

Create a media schedule to the satisfaction of the event coordinator

3.3

Develop alternative media schedules within budget for the event coordinator

3.4

Develop testing schedule for the media plan and modify it in accordance with results obtained

4

Produce a media plan

4.1

Create a media plan that defines the media requirements of the brief and provide evidence to support each requirement

4.2

Specify the recommended media and vehicle/s and the rationale for their selection in the media plan

4.3

Ensure media plan contains a budget allocation per medium per advertising period

4.4

Develop performance measures to ensure effectiveness of media plan

5

Implement a media plan

5.1

Allocate resources and approve plans in accordance with operational procedures

5.2

Brief and coordinate personnel to be involved as required

5.3

Coordinate events and activities in accordance with media plan

5.4

Handle contingencies in accordance with organisational risk management arrangements identified in the planning for events/activities

6

Evaluate a media plan

6.1

Evaluate and analyse the coordination of media events and activities within the plan, to improve future planning

6.2

Evaluate events and activities in terms of their effectiveness in achieving desired outcomes

Evidence required to demonstrate competence in this unit must be relevant to and satisfy all of the requirements of the elements and performance criteria on at least one occasion and include:

applying communication ethics relevant to the audience and organisation

applying organisational policies and procedures

developing and implementing media plans

evaluating, comparing and weighing advantages of one medium over another, and matching characteristics with media requirements

interpreting the characteristics of different media and matching them to the requirements of the advertising brief

producing a media plan that:

defines the media requirements of the brief

details contingency provisions

specifies the rationale for the media vehicle/s chosen

includes budgetary allocation for each chosen medium

evaluates the media plan

using communication skills to consult on the media schedule.

Evidence required to demonstrate competence in this unit must be relevant to and satisfy all of the requirements of the elements and performance criteria and include knowledge of:

data analysis and matching techniques

contingency activities

ethical principles

legal or voluntary constraints and ethical requirements relating to the media industry

media plan and requirements

media vehicles including:

cable and satellite television

direct mail

direct response

exhibitions and trade fairs

Internet and intranet

radio

social media

sponsorship

television

the press

Videos

DVDs

organisational budget and resource constraints

organisational products and services offered

principles and characteristics of media strategies

relevant legislation and regulations

relevant media terminology

relevant organisational policies and procedures.

Range Statement

Range is restricted to essential operating conditions and any other variables essential to the work environment.

Non-essential conditions may be found in the Companion Volume Implementation Guide.